Associate Professor Chun-Tuan Chang

Extension	E-mail／Homepage
4627	ctchang@faculty.nsysu.edu.tw

Biography

Chun-Tuan Debbie Chang is an assistant professor at the Department of Business Management, National Sun Yat-sen University. Her teaching areas are marketing communication, consumer psychology, and international marketing.

Chun-Tuan holds a B.S. degree in Finance from the National Taiwan University and an MBA degree from the University of Illinois. She received her Ph.D. candidacy in marketing with the minor in Psychology from the University of Houston. Chun-Tuan joined the PhD program at the University of Edinburgh in October 2002, as she wished to broaden her academic and cultural horizons by spending time in a European academic institution. In 2004 Chun-Tuan earned her Ph.D. degree in Marketing under the supervision of Dr. Stephanie O’Donohoe and Professor John Dawson. Prior to joining the faculty, she was an assistant professor at the National University of Kaohsiung where she has since been involved in a number of interdisciplinary projects with research funding from the National Science Council: implications of framing effects in nonprofit marketing and discount promotion, political communication, and cause-related marketing. Current research interests include healthcare marketing, consumer decision-making, political marketing and corporate philanthropic influences on consumer behavior. Her papers have been published in the Psychology & Marketing, Journal of Advertising Research, Advances in Consumer Research,and elsewhere.

AREA of EXPERTISE

Marketing Research、Experimental Design、International Marketing Management

WORK HISTORY

2000

Kaohsiung Medical University Hospital Kaohsiung, Taiwan
Research Assistant at the Dental Department (Full-Time)

Conducted Cost-Benefit Analysis of the dental department
Evaluated operational independence of the dental department
Published a series of discussion paper on marketing strategy planning in hospital industry at Journal of Kaohsiung Medical University
Guided surveys of consumer dental hygiene behavior and satisfaction toward the dental department at Kaohsiung Medical University Hospital

1995-1997

Foundation of Jim-Long Yuan Taipei, Taiwan
Public Relation Personnel (Part-Time)

Coordinated publicizing agency activities and reporting on event success
Directed a fund raising campaign which resulted in an expansion of the foundation library

1995-1998

Kaohsiung Social Service Association on campus Taipei, Taiwan
President, academic administrator, and consultant

Directed a staff of eighty in assessing needs and delivering social service to local community in Kaohsiung County
Enhanced the image of association and built developed relationships with government and social associations

EDUCATION

2004
University of Edinburgh
Ph.D. in Marketing
Department of Business Studies
School of Economics and Management Studies
(Supervisors: Dr. Stephanie O’Donohoe, and professor John Dawson)
2002
University of Houston
Ph.D. candidate in Marketing (GPA 3.63/4.0)
Minor in Psychology
1999
University of Illinois at Chicago
Master of Business Administration
Concentration: Marketing (GPA 4.8/5.0)
1998
National Taiwan University
Bachelor of Finance

PUBLICATIONS

Refereed Academic Journals

Chun-Tuan Chang (2012), “Missing Ingredients in Cause-Related Advertising: The Right Formula of Execution Style and Cause Framing,” International Journal of Advertising (SSCI), forthcoming.
Yu-Kang Lee and Chun-Tuan Chang (2011), “Missing Ingredients in Political Advertising: The Right Formula for Political Sophistication and Candidate Credibility,” The Social Science Journal (SSCI), forthcoming.
Chun-Tuan Chang (2011), “Guilt Appeals in Cause-Related Marketing: The Subversive Roles of Product Type and Donation Magnitude,” International Journal of Advertising (SSCI), Vol. 30(4), 587-617.
Chun-Tuan Chang, and Yu-Kang Lee (2011), “The 'I' of the Beholder: How Gender Differences and Self-Referencing Influence Charity Advertising,” International Journal of Advertising (SSCI), Vol. 30 (2), 447-478.
Chun-Tuan Chang, and Yu-Kang Lee (2010), “Effects of Message Framing, Vividness Congruency, and Statistical Framing on Responses to Charity Advertising,” International Journal of Advertising (SSCI), Vol. 29 (2), 195-220.
Yu-Kang Lee, and Chun-Tuan Chang (2010), “Framing Public Policy: The Impacts of Political Sophistication and Nature of Public Policy,” The Social Science Journal (SSCI), Vol. 47, 69-89.
Chun-Tuan Chang, and Yu-Kang Lee (2010), " Effects of Message Framing, Vividness Congruency, and Statistical Framing on Responses to Charity Advertising,” International Journal of Advertising (SSCI), forthcoming.
Yu-Kang Lee, and Chun-Tuan Chang (2009), “Framing Public Policy: The Impacts of Political Sophistication and Nature of Public Policy,” Social Science Journal (SSCI), forthcoming.
Chun-Tuan Chang, and Yu-Kang Lee (2009), "Framing Charity Advertising: Influences of Message Framing, Image Valence, and Temporal Framing on a Charitable Appeal," Journal of Applied Social Psychology (SSCI), forthcoming.
Chun-Tuan Chang (2008), “To Donate or Not to Donate? Product Characteristics and Framing Effects of Cause-Related Marketing on Consumer Purchase Behavior,” Psychology & Marketing (SSCI), Vol. 25 (12), 1089-1110.
Yu-Kang Lee, and Chun-Tuan Chang (2008), “'A Social Landslide': Social Inequalities of Lottery Advertising in Taiwan,” Social Behavior and Personality (SSCI), Vol. 36 (9), 1423-1437.
Yu-Kang Lee, and Chun-Tuan Chang (2008), "Intrinsic or Extrinsic? Determinants Affecting Donation Behaviors," International Journal of Educational Advancement, Vol. 8 (1), 13-24.
Chun-Tuan Chang, and Lee, Chia-Ying (2008), “All Cause-Related Advertisements Are Not Created Equal: Influences of Product Characteristics and Framing Effects on Consumer Purchase Decision,” in Cele Otnes (Ed.), European Advances in Consumer Research (Vol. 8) (pp.491-492), Provo, UT: Association of Consumer Research.
Chun-Tuan Chang, and Yu-Kang Lee (2008), “All Charity Advertisements Are Not Created Equal: Influences of Message Framing, Vividness Valence, and Number Size Framing,” in Angela Y. Lee and Dilip Soman (Eds.), Advances in Consumer Research (Vol. 35) (forthcoming), Provo, UT: Association of Consumer Research.
Chun-Tuan Chang, and Yu-Kang Lee (2008), “The Roles of Product Characteristics and Framing Effects in the Effectiveness of Cause-Related Marketing,” in Angela Y. Lee and Dilip Soman (Eds.), Advances in Consumer Research (Vol. 35) (forthcoming), Provo, UT: Association of Consumer Research.
Yu-Kang Lee, and Chun-Tuan Chang (2007), “Who Gives What to Charity? Characteristics Affecting Donation Behavior,” Social Behavior and Personality (SSCI), Vol. 35 (9), 1173-1180.
Chun-Tuan Chang (2007), “Interactive Effects of Message Framing, Product Perceived Risk, and Mood — The Case of Travel Healthcare Product Advertising,” Journal of Advertising Research (SSCI), Vol. 47 (1), pp. 51-65.
Chun-Tuan Chang (2007), “Health-Care Product Advertising: The Influences of Message Framing and Perceived Product Characteristics,” Psychology & Marketing (SSCI), Vol. 24 (2), pp. 143-169.
Chun-Tuan Chang (2006), “Is a Picture Worth a Thousand Words? Influences of Graphic Illustration on Framed Advertisements”,in Cornelia Pechmann and Linda L. Price (Eds.), Advances in Consumer Research (Vol. 33), pp. 104-112, Provo, UT: Association of Consumer Research.
Chun-Tuan Chang, and Yu-Kang Lee (2006), “The Moderators of Vividness Effects and Statistical Formats on Framing-Message Effectiveness Relationship” in Karin M. Ekstro?m and Helene Brembeck (Eds.), European Advances in Consumer Research (Vol.7), Provo, UT: Association of Consumer Research, pp. 388-389.
Chun-Tuan Chang(2005), “Advertising Healthcare Products,” Annals of Tourism Research (SSCI), Vol. 32 (3), pp. 808-811.
Yu-Kang Lee, and Chun-Tuan Chang (2005), “Social Impacts of the Public Welfare Lottery: An Empirical Study in Taiwan,” Modern Asian Studies (SSCI), Vol.39 (1), pp. 133-153.
Chun-Tuan Chang (2004), “Communication Effectiveness and Format Effects in Consumer Healthcare Decision Making,” Consumer Interest Annual, Vol. 50, pp. 106-107.
Chun-Tuan Chang (2003), “The Influences of Message Framing, Perceived Product Innovativeness, and Health Involvement on Advertising Effectiveness of Healthcare Products” in Darach Turley and Stephen Brown (Eds.), European Advances in Consumer Research (Vol.6), Provo, UT: Association of Consumer Research, pp. 217-224.

Conference Papers

Chang, Chun-Tuan, Yen, Ching-Ting, and Chen, Ting-Ting (2011), “All Metaphors in Advertising Are Not Created Equal: Influences of Product Type and Need for Cognition,” paper presented in Conference of Association of Consumer Research, St. Louis, US.
Chang, Chun-Tuan, Lee, Yu-Kang, and Chen, Ting-Ting (2011), “Product or Cause? The Impacts of Product Type and Cause Framing in Cause-Related Marketing Advertising,” paper presented in Conference of Association of Consumer Research, St. Louis, US.
Chang, Chun-Tuan and Chen, Ting-Ting (2009), “Guilt Appeals in Cause-Related Advertising: What Are Their Effects?” paper presented in Conference of Association of Consumer Research, Pittsburgh, USA.
Chang, Chun-Tuan, and Chen, Kuang-Hao (2009), “Influences of Promotion Type, Promotion Framing and Product Price Level on the Effectiveness of Sales Promotion,” paper presented in International Conference on Business and Information, Kuala Lumpur, Malaysia.
Chang, Chun-Tuan, and Wu, Shan-Min (2009), “Advertising of Green Marketing: Influences of Guilt Appeals and Issue Proximity,” paper presented in International Conference on Business and Information, Kuala Lumpur, Malaysia.
Chang, Chun-Tuan and Chen, Ting-Ting (2009), “Do Priming and Product Involvement Matter in Blog Product Placement?” paper presented in the International Applied Business Research (IABR) Conference, San Antonio, USA.
Chang, Chun-Tuan, and Chang, Ya-Fen (2008), “Influences of Message Framing and Temporal Distance on Healthcare Advertising Promotion,” paper presented in International Conference on Business and Information, Seoul, Korea.
Chang, Chun-Tuan, and Chan, Te-Yao (2008), “Country-of-Design and Country-of-Manufacture Effects on Consumer Perceptions of Product Evaluation,” paper presented in International Conference on Business and Information, Seoul, Korea.
Lee, Chia-Ying, and Chang, Chun-Tuan (2008), “I Does Product-Cause Fit Really Matter in Cause-Related Marketing for Harmful Products? Influences of Fit Nature and Product Type,” paper presented in International Conference on Business and Information, Seoul, Korea.
Chang, Chun-Tuan, Lee, Yu-Kang, Chang, Ya-Fen (2007), “All Charity Advertisements Are Not Created Equal: Influences of Message Framing, Vividness Valence, and Number Size Framing,” paper presented in Conference of Association of Consumer Research, Memphis, USA.
Chang, Chun-Tuan, Lee, Yu-Kang, Lee, Chia-Ying, and Chan, Te-Yao (2007), “The Roles of Product Characteristics and Framing Effects in the Effectiveness of Cause-Related Marketing,” paper presented in Conference of Association of Consumer Research, Memphis, USA.
Chang, Chun-Tuan and Lee, Yu-Kang (2007), “All Cause-Related Advertisements Are Not Created Equal: Influences of Product Characteristics and Framing Effects on Consumer Purchase Decision,” paper presented in Conference of European Association of Consumer Research, Milan Italy (NSC: 96-2914-I-390-004-).
Lee, Yu-Kang and Chang, Chun-Tuan (2007), “Gender Electioneering: Issue versus Image Style and the Decision to Go Negative in Political Advertising,” paper accepted by at the annual meeting of American Political Science Association, Chicago, USA.
Chang, Chun-Tuan and Lee, Yu-Kang (2007), “Framing Appealing Advertising – Are Charities Getting it Right?” paper accepted by the Academy of Marketing Science World Marketing Congress, Verona, Italy. (NSC: 93-2416-H-390-009)
Chang, Chun-Tuan and Lee, Yu-Kang (2007), “All Political Advertisements are Not Created Equal: Influences of Political Sophistication and Candidate Credibility on Political Advertising,”paper accepted by the Academy of Marketing Science World Marketing Congress, Verona, Italy. (NSC: 95-2416-H-390-005-)
Lee, Yu-Kang, Chang, Chun-Tuan, and Chyi-Lu Jang (2007), “Child Poverty Advertising: Are Charities Getting It Right?” paper presented in the annual meeting of American Sociological Association (round-table section), New York, USA.
Chang, Chun-Tuan, and Li, Yu-Shin (2007), “Influences of Affect-Based Complementarity on Cause-Related Marketing,” paper presented in International Conference on Business and Information, Tokyo, Japan.
Chang, Chun-Tuan and Fang, Shin-Kuang (2007), “Does Coupon Framing Influence Consumer Evaluation of Price Discount Promotion?” paper presented in International Conference on Business and Information, Tokyo, Japan.
Lee, Yu-Kang and Chang, Chun-Tuan (2006), “Do Political Sophistication and Candidate Credibility Matter to Political Advertising?” paper accepted by at the annual meeting of American Political Association, Philadelphia, USA. (NSC: 95-2416-H-390-005-)
Lee, Yu-Kang and Chang, Chun-Tuan (2006), “Social Inequalities of Lottery Advertising on Consumer Welfare,” paper presented in the annual meeting of American Sociological Association (round-table section), Montreal, Canada. (NSC: 94-2412-H-110-002-)
Chang, Chun-Tuan and Kuo, Shu-Hui (2006), “Does More Corporate Charitable Donation Always Lead to More Consumer Purchases?” paper presented in the International Conference on Business and Information, Singapore.
Chang, Chun-Tuan and Wang, Yi-Ren 2006, “Do Numbers Really Talk? Influences of Framing Effects on Consumer Investment Decisions,” paper presented in the International Conference on Management Sciences & Decision Making, Taipei, Taiwan.
Chang, Chun-Tuan (2005), “Is a Picture Worth a Thousand Words? Influences of Graphic Illustration on Framed Advertisements,” paper presented in Conference of Association of Consumer Research, San Antonio, USA.
Lee, Yu-Kang and Chang, Chun-Tuan (2005), “Influences of Message Framing and Political Sophistication in Political Communication: An Experimental Study in Taiwan,” paper presented in the annual meeting of American Political Association, Washington, DC, USA.
Chang, Chun-Tuan and Lee, Yu-Kang (2005), “The Moderators of Statistical Formats of Product Efficacy and Graphical Display on Framing Message Effectiveness Relationship,” paper presented in Conference of European Association of Consumer Research, Gothenburg, Sweden. (NSC: 93-2416-H-390-009)
Chang, Chun-Tuan (2005), “Does Perceived Health Risk Increase or Decrease the Effectiveness of Positively versus Negatively Messages?” paper presented in the Taiwan-Strait Economic Forum: Industrial Economics and Financial Management, Tianjin, China.
Lee, Yu-Kang and Chang, Chun-Tuan (2004), “Influences of Message Framing and Political Sophistication in Political Communication: An Experimental Study in Taiwan,” paper presented in the Western Conference of the Association for Asian Studies, Seattle, USA.
Lee, Yu-Kang and Chang, Chun-Tuan (2004), “Influences of Message Framing and Political Familiarity on Political Communication – An Experimental Study in Taiwan,” paper presented in the Midwest Conference on Asian Affairs, Minneapolis, USA.
Chang, Chun-Tuan (2004), “The Moderating Effects of Perceived Product Characteristics on the Message Framing-Advertising Effectiveness Relationship” paper accepted for AMA 2004 Summer Marketing Educators’ Conference, Boston, USA.
Chang, Chun-Tuan (2004), “Communication Effectiveness and Format Effects in Consumer Healthcare Decision Making,” paper accepted by the American Council on Consumer Interests, Washington, DC, USA.
Lee, Yu-Kang, and Chang, Chun-Tuan (2003), “Social Welfare Effects of the Public Welfare Lottery: A Taiwanese Case,” paper presented in The New England Association for Asian Studies Conference, Boston, USA.
Chang, Chun-Tuan (2003), “A Model of Advertising Effectiveness of Healthcare Products: Message Framing Effects, Perceived Product Innovativeness, and Consumer Health Consciousness,” paper presented in 111th Annual Convention, American Psychology Association, Toronto, Canada.
Lee, Yu-Kang and Chang, Chun-Tuan (2003), “The Welfare Effects of the Public Welfare Lottery: Evidence from Taiwan,” paper presented in Conference of Asian Studies on the Pacific Coast (ASPAC), Hawaii, USA.
Chang, Chun-Tuan (2003), “The Influences of Message Framing, Perceived Product Innovativeness, and Health Involvement on Advertising Effectiveness of Healthcare Products,” paper presented in Conference of European Association of Consumer Research, Dublin, Ireland.

Other Publications

PROJECTS

Period	Title
2011-2013	Chair of research grant (NSC: 100-2628-H-110-005-MY2) “Is a Cause Photo a Panacea in Cause-Related Marketing Ads? Evidence from Experiments and Neuro-Science Settings”;
2010-2013	Chair of research grant (NSC:99-2410-H-110-030-MY3) “Are Guilt Appeals Panacea in Green Advertising? Theory, Empirical Evidence, and Model Testing”;
2007-2010	Chair of research grant (NSC:96-2416-H-110-026-MY3)“Influences of 'Doing Good by Buying Goods' on Consumer Purchase Decision”
2006-2007	Chair of research grant (NSC: 95-2416-H-390-005-) “Perfect Political Advertising: The Moderators of Political Sophistication and Candidate/Party Credibility”
2005-2006	Chair of research grant (NSC: 94-2416-H-390-001) “A Cross-National Study on the Effectiveness of Price Framing Tactics in Consumer Product Advertising ”
2005-2006	Co-chair of research grant (NSC: 94-2412-H-110-002-) “What Do We Know about the Advertising Effectiveness of the Public Welfare Lottery?”
2004-2005	Chair of research grant (NSC: 93-2416-H-390-009)“Framing Makes a Difference: How to Successfully Frame an Advertisement Message for Reducing Child Poverty”

TEACHING EXPERIENCE 2004-2011

Degree	Course
Doctoral	Experimental Design
MBA	International Marketing Management Marketing Management and Research Cross-National Consumer Research Consumer Decision Making Marketing Research Multivariate Analysis
Part-time MBA
BBA	Integrated Marketing Communication Marketing Strategic Management Marketing Management Introduction to Marketing Consumer Behavior

SERVICES

International reviewer of Journal of Advertising (SSCI journal)
International reviewer of Journal of Applied Social Psychology (SSCI journal)
International reviewer of Annals of Tourism Research (SSCI journal)
International reviewer of Annals of Tourism Research (SSCI)
International reviewer of Social Behavior and Personality (SSCI)
Reviewer of European Advances in Consumer Research
Reviewer of台大管理論叢(TSSCI)
Reviewer of電子商務學報 (TSSCI)
Reviewer of交大管理學報(TSSCI)
Reviewer of中山管理評論(TSSCI)
Reviewer of廣告學研究
Reviewer of Pan-Pacific Management Review
Reviewer of Management Review (管理評論) (TSSCI journal)
Review of Asia-Pacific Economic and Management Review (亞太經濟管理評論)
Reviewer of Fu Jen Management Review (輔仁管理評論)
Committee member for the United Way, Taiwan
Oral examiner of Examination Yuan, Taiwan.

AWARDS

Period	Title
2000-2002	Assistantship Funding at the University of Houston
1999	Scholarship at the University of Illinois at Chicago
1996	Top Ten Outstanding Youths of National Taiwan University
1996	Top Ten Outstanding Youths of China Youth Corps
1995	Best Leader of Social Service Community presented by Mi-Tou Town, Kaohsiung County